Investigating the Key Factors Influencing the Acceptability of Social Media Platforms Among Small and Medium Enterprises (SMEs) for Business Communication in Kenya

The widespread integration of social media into business operations presents significant opportunities for Small and Medium Enterprises (SMEs) to enhance customer engagement, communication efficiency, and market visibility. However, the acceptability of these platforms remains uneven due to differences in perception, digital readiness, and infrastructural constraints. This study investigated the key factors influencing the acceptability of social media platforms among SMEs in Siaya County, Kenya. A descriptive research design was adopted, and data were collected from 385 respondents using structured questionnaires. Descriptive analysis showed that 66.2% of respondents strongly agreed that social media is useful for achieving business communication goals, while 75.5% acknowledged being influenced by peers or industry trends. Conversely, 42.4% disagreed that the tools are affordable, and 49.1% expressed distrust in the security of social media platforms. Additionally, the Kruskal-Wallis H test revealed a statistically significant difference in acceptability across age groups, χ²(3) = 37.079, p < .001, with the 26–35 age bracket showing the highest mean rank (175.18). The study concludes that perceived usefulness, peer influence, affordability, digital competence, and age significantly affect platform acceptability. It recommends digital literacy programs, affordability interventions, and age-responsive strategies to boost the adoption of social media for business communication among SMEs.